焦点词汇 第2期

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美国有线新闻网(CNN)从2009年11月底开始在亚洲市场播出一则由我国商务部投放的30秒的商业广告,目的是提升“中国制造”产品的形象。这则广告围绕“中国制造,世界合作”这一中心主题,强调在全球化大背景下,“中国制造”产品其实也是世界上各个贸易体共同分工协作、互利共赢的体现。

这期,让我们一同来学习一下有关这个热点的新闻词汇。

Beijing launched a global advertising campaign last week in an effort to lift the reputation of Chinese-made goods after a string of product recalls(召回) and scandals.

The ad is believed to be the Government’s first ever branding campaign. The 30-second advertisement was initially launched on CNN Asia with the theme “Made in China. Made with the world.” It is currently running on the news network in Asia, and it is believed that the ad is set to be screened(放映) in other markets, including North America.

In it, a series of goods with the “Made in China” label are shown to be manufactured in partnership with the best foreign firms to produce high-quality products. One of the featured products is an MP3 player described as “Made in China with software from Silicon Valley(硅谷).” Another is a fashion shoot that shows clothes with the label “Made in China with French designers.” A refrigerator is also shown with the label “Made in China with European styling.”

While China maintains one of the most robust(精力充沛的,稳固的) export manufacturing industries in the world, Chinese goods have long suffered the reputation of being cheap, poorly made, and even hazardous(危险的) to your health. There have been product recalls of many Chinese products, from toothbrushes to toys to milk to the most recent controversy of tainted(受污染的) drywall(干墙,俗称“石膏板”) exported to the United States.

The campaign was commissioned by the Ministry of Commerce(商务部) to DDB Guoan(国安DDB(北京)广告传媒有限公司,中国一级广告公司) in Beijing, with the participation of industry groups: the China Advertising Association of Commerce(中国商务广告协会), the China Chamber of Commerce for Import and Export of Machinery and Electronic Products(中国机电产品进出口商会), the China Chamber of Commerce for Import and Export of Light Industrial Products and Arts-Crafts(中国轻工工艺品进出口商会), and the China Chamber of Commerce for Import and Export of Textiles(中国纺织品进出口商会).

The advertisement can be seen on v.blog.省略/u/vw/3844192.

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